Client Overview: Orient Electric Limited (OEL), a part of the USD 3 billion CK Birla Group, is a leading name in the consumer electricals space with a legacy spanning nearly seven decades. Known for its diverse portfolio of fans, lighting, home appliances, switches, and switchgear, OEL is a trusted brand in India.
Orient Electric boasts a robust domestic distribution network reaching 1,25,000 retail outlets and a strong service presence in over 450 cities. The company also has a market footprint in more than 30 countries and is India’s largest exporter of fans.
The Challenge: As part of its growth aspirations to cement its position as a premier lifestyle home solutions provider and enhance its global presence, Orient Electric sought to revamp its brand strategy. The company recognized the need for a seasoned branding professional to drive this transformation and develop a creative, forward-looking brand strategy aligned with its philosophy and business goals. However, identifying the right talent with the expertise to undertake such a pivotal initiative proved challenging.
The Solution: Orient Electric partnered with COHIIRE to address this challenge. COHIIRE, leveraging its vast network of seasoned professionals, identified and placed an experienced Fractional brand expert with a proven track record in the FMCG sector. This individual brought:
- Extensive expertise in developing and executing brand strategies.
- A deep understanding of consumer behavior and market dynamics.
- A creative and innovative approach to repositioning brands for enhanced market presence.
Results: The veteran branding professional, placed by COHIIRE, worked closely with the leadership team at Orient Electric to:
- Develop a comprehensive and creative brand strategy to align with the company’s vision of becoming a global lifestyle home solutions provider.
- Enhance the brand’s positioning to appeal to both domestic and international markets.
- Drive initiatives that underscored Orient Electric’s commitment to innovation, quality, and customer-centric solutions.
This strategic intervention not only revitalized Orient Electric’s brand image but also strengthened its positioning as a market leader in the consumer electricals industry. The revamped brand strategy empowered the company to better connect with its target audience, boost customer loyalty, and expand its market footprint globally.
Conclusion: Through COHIIRE’s strategic placement of a veteran Fractional brand professional, Orient Electric successfully redefined its brand strategy, reinforcing its leadership in the consumer electricals space and positioning itself for sustained growth. This partnership exemplifies how organizations can achieve transformative results by integrating specialized talent at critical junctures.
